This case presents a decision making process of the New Product Development Strategy of Samsung Electronics' flat panel display, which has emerged into a global industry offering high growth potential and a continuous cashflow. The purpose of this case is for learning strategies to analyze industry environment and useful tools/methods to evaluate between the alternatives. The contents of the paper include a profile of Samsung Electronics, TFT-LCD itself, the evolution of an industry, global market & technology trends. More specifically, competitor's capabilities, financial risk, and other management problems are described. The learning points of this case are 1) understanding dynamism of the TFT industry, 2) recognizing how to access and manage conflict situation of the new product development process 3) studying the analytical tools/methods to evaluate alternatives.